Go Green For Adrian Grenier

In honor of Earth Day (this Sunday) Adrian Grenier and filmmaker Peter Glatzer's sustainable living platform SHFT.com recently teamed up with Ford's ongoing eco-initiative to produce a film series that's sort of an anti-An Inconvenient Truth: no scary tactics, just some creative solutions.

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They screened the first installment of the documentary in New York last night. The Big Shft: 10 Innovators Changing Our World was both encouraging—it made us feel pretty good about the forward-thinking sustainable practices in major industries—but also depressing. How can our industry—where green can feel more like a trend than a lifestyle—latch on long-term?

We posed the question to Grenier. "We're not experts so we couldn't make those suggestions, but what we can do is inspire conversations so people think about things differently. You really have to be in the industry I think, but it's going to require all of us to come together and find new answers." The answers are out there: H&M's sustainable capsule collection that hit stores last week, Livia Firth's Green Carpet Challenge is in its third year, and Suzy Cameron's working on an entirely organic collection of environmentally sound clothing.

There's also, of course, the matter of making the right choices, and knowing the consequences of your choices, or as Grenier puts it, "voting with your dollars." Specifically, he names brands like Loomstate, Rogan, and Nau among his favorites and we've spotted dozens of environmentally friendly and aesthetically pleasing products on SHFT.com. Earth Month may end come May 1st, but there's no reason to stop considering your effect on the environment.